15 Ways to Improve Web Accessibility

Accessibility is a key business opportunity that enhances user experience universally. With 16% of the global population having permanent disabilities, plus temporary and age-related disabilities, making digital content accessible is crucial.

Disability can limit how people interact online, but accessible websites and assistive technology can help. Many sites have accessibility issues that exclude people with disabilities. Making your website accessible not only includes more users but also gives you a competitive edge. Users with disabilities are more likely to become loyal customers, and accessibility can drive innovation and higher engagement.

Let's explore reasons and practical steps to improve website accessibility.

Social impact

People with disabilities should be able to enjoy the benefits of using the internet; however, inaccessible websites limit what they’re able to do online. Making your website accessible is the socially responsible thing to do — and 70% of consumers want brands to be proactive about social issues.

Economic opportunity

An inaccessible website can be bad for business. For example, the U.K.’s Click-Away Pound Report found that more than 90% of people don’t bother to complain about website accessibility problems, yet 69% of individuals with disabilities will abandon a website that’s difficult to use.

That leaves a lot of money on the table as individuals with disabilities hold $1.2 trillion in annual disposable income.

Legal compliance

Websites must comply with accessibility regulations like WCAG, the California Consumer Privacy Act, and the GDPR. In April 2024, the U.S. DOJ enforced WCAG 2.1 for state and local government websites under the ADA. Although the ADA doesn't explicitly cover business websites, courts have applied it to accessibility cases.

Notable cases include Winn-Dixie's 2017 lawsuit loss for an inaccessible website, Target's $6 million settlement in 2016 for similar issues, and a 2021 ruling against Domino's Pizza for Title III violations. Legal actions on web accessibility rose 75% from 2018 to 2022.

How disabilities way limit website interactions

Now that we’ve covered the main reasons to improve website accessibility, let’s look at how certain disabilities may impact a person’s interaction with websites:

• Visual impairments: A person who has low vision may need assistive reading technology to understand website content. Other visual impairments — such as color blindness, or difficulty detecting contrast — may interfere with a person’s ability to read or interpret content.
• Auditory impairments: Hearing loss interferes with a person’s ability to interpret audio, so text alternatives to audio files should be available.
• Motor impairments: People with motor impairments may be unable to use a mouse, to complete an action before it “times out,” or to click on small, precise areas.
• Cognitive and neurological impairments: People who have cognitive or neurological impairments may have difficulty looking at flickering content, reading large blocks of text, or understanding complex navigation.

15 practical ways to increase web accessibility

Now that you understand how various disabilities can hinder a person’s ability to access, navigate, or understand content on the internet, here are 15 ways to build or improve an accessible website:

1. Include captions and text transcripts

Any audio files, such as the sound that accompanies a video, should be available in a different format. Closed captions, transcripts, and sign-language interpretation are three ways to help users with auditory impairments understand audio content. It’s also good practice to include transcripts for people who prefer to read or who may be in a situation where they cannot listen to audio (such as when using the web at a cafe or at a library).

2. Use proper color contrast ratios

Poor color contrast can make it difficult for users with color blindness to read text. WCAG 2.2 recommends a color contrast ratio of 4.5:1 for text that appears over a background color or image. 

If you don’t have a graphic designer on hand, the easiest way to make sure your site uses proper contrast is to use a contrast checker, a tool that scans your site’s text colors and backgrounds.

3. Remove flickering content

Flickering content may trigger seizures for people with disabilities, so it should be removed. It’s also considered distracting and annoying, so removing flickering content can help users focus on the purpose of your content.

4. Use headings to structure content

Assistive reading technology plays a vital role in enhancing web accessibility by scanning content for headings to discern the structure of a webpage. This scannable format is essential for users who rely on screen readers to navigate digital content. To ensure optimal accessibility, it's important that headings adhere to the correct hierarchy—beginning with a title, followed by an H1 heading, and subsequent H2 headings for all subheadings. This structured approach not only aids assistive technology in correctly interpreting the content but also enhances search engine optimization by improving the clarity and organization of the information presented. Additionally, incorporating H3 and H4 headings under H2s, where appropriate, can further refine the content's structure, making it easier for users to follow the thematic organization of the page.

5. Simplify website designs

Complex website designs may be challenging for people with cognitive or neurological disabilities. A clean and simple website design helps users of all abilities understand content and see important page elements, like calls to action and form fields. Simpler website designs also can reduce bounce rate, improve conversions, and make mobile browsing easier.

6. Add image alt text

Screen readers cannot interpret images, unless images have accompanying alt text. This type of text also helps search engine bots “see” images on a page and could help boost rankings for any included keywords. Most content management systems

7. Add labels and titles to forms

Form fields should be clearly labeled, such as: “First name,” “last name,” and “mailing address.” Forms should also be set up so that a user can tab to the next field on the form.

8. Offer different CAPTCHA options

A CAPTCHA is often used to prevent spam form fills, but it’s not truly accessible, as it may involve the interpretation of unusual visual information. A better approach is to set up PHP code for forms that detects spam URLs. Forms can also be configured to validate each field, so any entries that deviate from parameters can be weeded out as spam.

9. Make your site keyboard-friendly

Truly accessible content can be navigated without the use of a mouse. A website should be set up so that a user can move to different page elements or pages using only the “Tab” key, or with accessibility tools such as pointers. (You can actually test your own site’s keyboard-friendliness by attempting to tab through the navigation and pages).

10. Allow more time for data inputs

Users with disabilities may be unable to complete a form in the allotted time. Ideally, a website should notify a user when a form is about to time-out and allow them up to 2 minutes to request more time.

11. Avoid using tables for content layouts

When content is contained in tables, a screen reader may not see the content in the intended order. Tables should be avoided unless absolutely necessary, and when they are needed, all columns and rows should be clearly labeled.

12. Use descriptive link text

Screen readers cannot communicate the intent of CTA buttons, such as “Learn more.” Make sure website links include enough context for a screen reader to communicate their purpose — for example, “Learn more about web design

13. Include skip links

Skip links are text links to the headings on a webpage that allow users to skip to specific sections. These appear at the beginning of the page and function similarly to a table of contents. People using keyboard-only navigation or screen readers can easily jump to the sections that interest them.

14. Include multiple contact options

Website users may have different preferred methods for contacting a business, regardless of whether they have a disability. Give users several options for contacting you — phone, email, text, or live chat, for example.

15. Test and improve web accessibility

Improving accessibility is not a one-time task, especially with accessibility testing best practices constantly evolving. It requires a proactive and ongoing commitment from website managers, who should routinely test their sites for accessibility compliance. To ensure optimal accessibility, it's crucial to use a mix of automated and manual testing methods. Automated tools help quickly identify potential issues such as missing alt text or improper heading structures, thus enabling rapid improvement

On the other hand, manual testing provides a user-centered perspective, ensuring that individuals with disabilities can navigate and interact with the site effortlessly. By combining both approaches, website managers can comprehensively address accessibility barriers, helping create inclusive digital environments that cater to the diverse needs of all users. Regular testing and updates not only support compliance with evolving accessibility standards but also signify the organization's dedication to inclusivity and improved user experiences.

Building an accessible website is the right thing to do

An accessible website shows a commitment to inclusivity and reaches more users, improving the experience for all. Most businesses don’t need a complete rebuild to improve accessibility.

Solutions like Acquia Optimize can automate scans to identify and correct issues. Using a modern CMS, like open source Drupal, provides features for various users, creating a comprehensive solution for accessible and compliant digital experiences.

Learn more about our platform and reach out when you’re ready to make your website fully accessible. Or, for a deeper dive on web accessibility, be sure to check out our “Introduction to Your New Web Accessibility Platform” webinar.